stanford areyourpayingattention.pptx
TRANSCRIPT
CINDY FERRIE ARE YOU PAYING ATTENTION?
Yes!!
HOLT RENFREW
t
HOLT RENFREW
t
BEFORE YOU ENTER THE STORE
Store exterior very cold and austere
Door is closed and very forbidding. I didn’t want to go
in!
I was scared to go in- the staff ask
how they can help too soon!
The store looks very expensive and exclusive- scary to enter!
Store is very expensive- stay out if you can’t
afford to come in! The sign was so small
I could not find it! The font is modern
but tiny.
ENVIRONMENT
Store exterior very cold and austere. Lighting is very
bright.
Door is closed and very forbidding. I didn’t want to go in! This is a cold,
austere store.
Floors are white and slippery- glad it wasn’t raining.
The store looks very expensive and exclusive- scary to enter!
The color scheme is white, like the
inside of a microwave oven.
Makes me feel old and wrinkled!
The ceiling is very high- like a
spaceship. Can I afford to go to the top
floor?
ENVIRONMENT
Cash registers- not many to found-
only at busy service centers.
Store security is all over the store and at the front door. Heard a
siren go off when there was a theft!
I wanted to stay for about ten
minutes. Not one sales person said
hello.
The store looks very expensive and exclusive-
scary to enter! No sales at this store!
The color scheme is white, like the
inside of a microwave oven.
Makes me feel old and wrinkled!
The environment did not influence the
perceived value of the merchandise.
PERSONNEL
Salespeople were all talking to each other or helping others- no one
helped me!
The salesperson did not have a
script.
Salespeople helped well
dressed people first.
Sales does not have a uniform.
The sales team matches the store
iamge. The ration of sales to customer is about 1 salesperson to ten
customers.
PRODUCTS
Handbags, and more handbags. All at eye level.
Handbags are the center display and
take almost the entire main floor.
Handbags are arranged by designer and
price, then color.
Underwear and pantyhose
impossible to locate.
Most expensive handbags are
front and center. There are no POS items at the cash
register. The makeup area had
some free samples.
CUSTOMERS
More Asian customers- young and both male and
female.
Most of the customers are
couples in their late 20’s.
Customers tend to walk clockwise
around the handbags.
Customers touch the products.
Sales runs over the minute you
touch the merchandise.
At least half of the customers are just looking. Customers stay at
least an hour.
HUDSON BAY
HUDSON BAY
BEFORE YOU ENTER THE STORE
The store does not draw you in. More
than half the entrances are shut
off.
The door is closed. One door
offers valet parking but the
valet is not there.
I am frustrated trying to find an
entrance.
The font tells me that the store has been around for
100 years.
I would not be drawn in to the
store. The lettering on the sign is big- an old
fashioned font.
ENVIRONMENT
The color scheme is red, green,
yellow and black- just like the Hudson Bay
blankets.
The floor is ugly white linoleum- very depressing.
The ceiling is high- love the
canoes that hang from the ceiling-
looks like an airplane hangar!
The store is dead quiet- no music,
no ambience! The only noise I hear is people coming out of a crowded
elevator .
The store does not have a distinctive
smell.
The store is very white and well lit- why
do all the stores feel like the inside of a
microwave?
ENVIRONMENT
The cash register is located at a busy Service Centre with w huge line- how annoying if you
want to buy.
The store has security tags and
alarms but no security guards
were seen.
The ceiling is high- love the
canoes that hang from the ceiling-
looks like an airplane hangar!
The store is dead quiet- no music,
no ambience! The only noise I hear is people coming out of a crowded
elevator .
The store was under
construction and had broke
escalators- I wanted to leave
ASAP!
The store is very white and well lit- why
do all the stores feel like the inside of a
microwave?
PERSONNEL
I did not see a sales person
except behind the busy “Service .
The sales person had an annoying script – they ask
your if you want to open a Hudson
Bay credit card at every transaction.
Very annoying!
There were mostly female
middle age salespeople!
The Salespeople matched the store
image.
The ratio of customers to sales people
looked like 50 to 1.
The salespeople did not look like they were using Bay
products.
PRODUCTS
I noticed the Hudson Bay
merchandise- red, yellow, black.
There was no central display
table.
There were lots of sales! They were
in every aisle.
Only the make up counter offered free samples.
Handbags and rubber boots were
at eye level.
Products were arranged by item-
purses, rubber boots, jewelry etc. They were arranged by
color and brand, not price.
PRODUCTS
Handbags and Hudson bay
branded items were most accessible.
There was no central display
table.
There were lots of sales! They were
in every aisle.
The prices were easy to find.
There were lots of impulse items like umbrellas and chocolate
located next to the cash register.
The most expensive items were located in branded boutiques.
CUSTOMERS
Most customers were alone or a
couple.
The average age was middle age and most of the customers were
female
The customers walk around in a
straight line to the escalator.
The customers touch the products,
however, the minute they do, a
salesperson appears.
About ¼ of the customer
purchase a product.
The customers looked like they came to find one thing and leave as
soon as possible.
ADDITIONAL COMMENTS
The store needs more upgrading- only 1/3 has been
renovated.
The elevator took ten minutes to
come- when it did, it was
overcrowded and I had to wait even
longer.
The Service Centre is a
nightmare- there are only two open
per floor- and a painful wait if
someone returns something.
The store has gorgeous external windows- too bad
there are no displays in the
windows as they are used for
storage.
The HBC branded area was
amazing- very Canadiana- furs,
canoes, maple syrup. Love it!
Don’t even think of trying to call the store- they let the phone ring off the
hook.
THE ROOM
BEFORE YOU ENTER THE STORE
The Room is very colorful but the security guard a the door is off
putting.
The door is open and there is a bit of a maze to walk through until you get to The Room.
Do they really want me here?
The signage font is very small and
modern.
The staff check me out the minute
I walk in.
I wonder how I can afford to be
here even if there is a big sale.
The store is trying to feel very exclusive- there is a valet and big white bags. The
Room is very expensive- big sticker
shock at the price tags.
ENVIRONMENT
The color scheme is white and very austere- another
white room like the inside of a
microwave. I find it depressing.
The floor is also white linoleum- makes me feel like every store uses the same
designer.
The ceiling is quite high- it feels
like a gymnasium. The environment does
match the perceived value of the merchandise.
The store is very quiet. No music,
no other shoppers- are they intimidated too? The store is cold.
I don’t want to stay long.
The boutiques are sparse- if they
don’t have your size, too bad.
There is no distinctive smell.
The store is brightly lit- this seems to be a trend. Is this so they
can watch me? There are two uniformed
security guards.
PERSONNEL
I was there half an hour- no one made contact with me. I
don’t think they have a script.
The sales people fall all over the
people who look like big spenders.
I only saw two customers and 2
sales people.
The ceiling is quite high- it feels
like a gymnasium. The environment does
match the perceived value of the merchandise.
The sales people did not have a
uniform.
The sales people match the image
of the store.
The sales team were female and middle
aged. They were well dressed but did not look like they could afford the products-
they were not wearing them!
PRODUCTS
I noticed really obscure strange
Comme de Garcon sequin dresses-
insane!
There was no central display with featured products. The
least expensive items are off to
the side.
The items for sale are all high end
designer clothes- mostly from
Europe and the US. Handbags are
at eye level!
There are no free samples!
Products at eye level are
handbags! This store does not have impulse
items at the cash register.
Items in the least accessible area are
shoes. The most expensive items are
in mini designer boutiques. Prices are hard to find.
The products are arranged by designer
in miniature boutiques. The are arranged by item-
dresses, coats, handbags, shoes…
CUSTOMERS
Most customers were alone.
The average age was middle age and most of the customers were
female. Everyone looks like they are
browsing.
The customers walk around
through the maze of rooms that make up The
Room.
The customers touch the products,
however, the minute they do, a
salesperson appears.
I did not see anyone make a purchase in one
hour.
The customers looked like they came to
browse- not many are buying- the prices are
extremely high!
ADDITIONAL COMMENTS
Who can afford those clothes?
Who would wear Comme de
Garcons? An alien from Mars?
The security guard looks like
he has a gun. The valet parking is
great. The parking lot is
down right frightening.
What is with the shoes with cloven
toes or the ones with 8 inch heels?
Where would I wear them?
Why do they charge for
alterations when the clothes are the
same cost as a mortgage payment?
I love the huge changing rooms- I could have a party!
TOP SHOP
TOP SHOP
BEFORE YOU ENTER THE STORE
The store is cold and dark and does
not draw me in.
The door is open. Even though it’s open it does not
draw me in.
The signs are huge- a modern,
large font
There was a lot of construction
around the store- it is hard to find
the entrance.
The store looks too young for me! The signage tells me
that the store is young and very hip.
ENVIRONMENT
The color scheme is dark and lots of mirrors and glass. It feels cold to me.
The floor is black. The environment is
very dark. It makes it hard to
find anything.
The ceiling is very low. It made
me feel very closed in.
The store was packed with
merchandise- mass market . There is ten of
each item on the racks.
The store has no smell. The
environment suits the merchandise- disposable, one
season super trendy clothes.
The store music is very loud- you can’t
hear anything but the music. The music is
designed for the young tween crowd!
ENVIRONMENT
The music is young and very
loud. Gives me a headache.
The store is very cold.
There is so much merchandise you can hardly move. The clothes are
trendy and cheap- throw them out
after one season. Suits the
environment!
The cash register is a big island
with ropes around it- will I have to
wait in that nasty line up to buy something?
Forget it!
There is security at the doors- are
they going to look in my handbag? I
can’t wait to leave.
The store music is very loud- you can’t
hear anything but the music. The music is
designed for the young tween crowd!
PERSONNEL
It took one minute for a salesperson to make contact.
They had a script- everyone asked me if I liked the
new store!
The salespeople gravitate to the
younger customer- I would not want to be old in Topshop!.
The ratio of customers to
sales people is 5 to 1. Most of the employees are
female and under 25 years of age.
The employees look like they
belong in Topshop clothes, shoes and
accessories.
The employees are very trendy
and hip.
Topshop employees all wear Topshop clothing- no exceptions!
PRODUCTS
Where would I wear shoes with 10 inch heels? I
noticed ten variations of these
right away.
There is no centre display- there is
stuff everywhere.
Sale items are outside in ugly
racks. There is no rhyme or reason to how things are
organized.
More expensive items are at eye
level. Cheap accessories are
the least accessible. There are lots of cheap impulse items at the cash register.
Prices are easy to find, however it is
confusing as prices are in
British pounds and Canadian and
US dollars.
The clothes appear to be organized by item .
Some things are organized by kind of animal- fake leopard
fur coat, leopard jeans, leopard shoes.
CUSTOMERS
The customers are tweens and
twenties. A few people in their 40’s and 50’s look like
aliens. Mostly two young shoppers.
When the customers enter
they walk room by room through a
maze- there is no logical pattern and
you could easily get trapped or lost!
The customers look like they stay
about half an hour.
Customers are looking for the latest trends.
They appear to be on a mission.
There was only one person in line
to buy- the cash register area is
hard to find!
The customers touch the clothing, try things on right in the aisles and then dup it right
back on the rack.
ADDITIONAL COMMENTS
How much fake fur and glitter can one person wear? And
together?
Why are the clothes so tiny that they look like they
are for a child?
Why do all the shoes have 10
inch heels?
Disposable, cheap one season trendy
clothes.
Fitting room is as small as the
clothes. Cash register is a big line up- worse than a bank.
Why are the staff young, rude and
arrogant?
COACH
COACH
BEFORE YOU ENTER THE STORE
The store is colorful but looks
very staged- it does not draw me
in.
The door is closed. It makes
me feel intimidated- like I
need to buy something if I want to stay.
The sign is in a very traditional
font- it is mid sized and easy to read. It tells me that the store is
conservative
I don’t feel welcome.
The store is dull- I can’t wait to
leave. The store is very cold
and white even though the
merchandise is colorful.
ENVIRONMENT
The store is colorful but looks
very staged- it does not draw me
in.
The door is closed. It makes
me feel intimidated- like I
need to buy something if I want to stay.
The sign is in a very traditional
font- it is mid sized and easy to read. It tells me that the store is
conservative
I don’t feel welcome.
The store is dull- I can’t wait to
leave. The store is very cold
and white even though the
merchandise is colorful.
ENVIRONMENT
The floor is white to match the white walls- am I inside
another microwave?
The store is very austere and cold=
not inviting.
The ceiling is quite high- it
makes the store light and bright.
The lights are way too white and
bright..
There is no music. It makes
the store cold. The merchandise is matchy matchy
but minimalist.
The store is very cold and white even
though the merchandise is
colorful.
ENVIRONMENT
The store smells clean.
The cash register is hard to find- way a the back.
The ceiling is quite high- it
makes the store light and bright.
The lights are way too white and
bright..
There is no music. It makes
the store cold. The merchandise is matchy matchy
but minimalist.
The store is very cold and white even
though the merchandise is
colorful.
PERSONNEL
No one made contact with me in
ten minutes s o not sure about the
script!
The salesperson was Asian- she
was talking with other Asians.
The ratio of salespeople to
customer was 1 to 3.
The salespeople match the décor
and the store image!
The sales people treat young trendy
women better than other
customers- there is a traget customer.
The salespeople were females in their mid
to late twenties. They were all wearing
Coach products- a uniform!
CUSTOMERS
Most customers were alone.
The average age was mid twenties
and most of the customers were
female. Everyone looks like they are
browsing.
The customers walk around
through the maze of rooms that make up the Coach store.
The customers touch the
products and try on the clothes, however, the
minute they do, a salesperson
appears.
I did not see anyone make a
purchase in half an hour
The customers looked like they came to
browse- not many are buying- the prices are extremely high! They
stay about ten minutes.
ADDITIONAL COMMENTS
Do you have to be Asian to be
noticed?
The bags all have names!
Everything looks mass
merchandised- I bet lots ends up in the outlet stores.
I hated the cash register area- it’s way at the back
I honestly would not be caught
dead- it looks like the whole world would buy the
same bags.
Coach is now bringing back their retro bags- no new
ideas?
NESPRESSO
NESPRESSO
BEFORE YOU ENTER THE STORE
The aroma and colors draw me in.
I want to try a coffee!
The door is open and the staff are
making espressos for the customers- can’t wait for my
turn!
The sign is a very modern font- it
matches the high tech feel of the
store. It tells me the store has a leading edge
product and is innovative.
The customers touch the
products and try the coffee. There are hundreds of
options.
The sales person will make you a coffee any way
you like it- what’s not to love!
The customers looked like they came to try a
coffee, and to stay and chat.
ENVIRONMENT
The floor is shite, the walls are dark
wood. Each flavour of coffee
has a unique color- it makes the display a rainbow
of colors.
The store is brightly lit. There
is a gorgeous wooden coffee bar
and high bar stools- I want to
stay.
The store is high tech but warm
and inviting. The merchandise is very sparse and every product is
displayed in a built in rack.
The ceiling is very low. It made
me feel a bit closed in.
It is very quiet except for the
espresso being made. There is no
music.
The customers looked like they came to get
advice. They try a coffee, they buy lots
of varieties.
ENVIRONMENT
Most customers were alone.
The average age was mid twenties
and most of the customers were
female. Everyone looks like they are
browsing.
The customers walk around
through the maze of rooms that make up the Coach store.
The customers touch the
products and try on the clothes, however, the
minute they do, a salesperson
appears.
I did not see anyone make a
purchase in half an hour
The customers looked like they came to
browse- not many are buying- the prices are extremely high! They
stay about ten minutes.
ENVIRONMENT
The cash register is at the back of the store next to the display of all
the coffee varieties.
The store has an incredible smell-
like flavored coffee- is it my turn yet at the
coffee bar?
The customers walk around
through the maze of rooms that make up the Coach store.
The store must be doing well- it has tripled in size in
the last two months!
I could stay in the store for at least half
an hour- more if there was something to
read! The environment makes
me want to buy! However, I was
concerned about all the packaging!.
I did not see any store security.
PERSONNEL
Most customers were alone.
The average age was mid forties and most of the customers were male. Everyone
looks like they are browsing.
The customers walk around
through the maze of rooms that make up the
Nespresso store.
The customers taste the products and then go to the
counter to buy.
I saw people buy right after they
tried. Some customers looked
like regulars as they brought back
capsules for recycling.
The customers looked like they came to try, then buy. The prices are extremely high! They stay about ten
minutes.
PRODUCTS
The first thing you notice are the
colorful Nespresso capsules. Then you notice the
Nespresso machines.
Impulse items are none existnent!
There are two central walls with
all the coffee varieties and a
central display of Nespresso
machines for sale plus accessories.
The products are arranged by
color- dark colors for dark coffees, light colors for light coffees.
The customers touch the
products and try the coffees.
Nespresso machines are at eye
level. Least expensive items are
mounted in wall racks. Prices are
impossible to find.
There are free samples- they will make any kind off coffee your heart desires, except alcoholic ones!
CUSTOMERS
Most customers were alone. Thy try the coffee but don’t touch the
products.
The average age was mid twenties
and most of the customers were
female. Everyone looks like they are
browsing.
The customers walk around
through the maze of rooms. Most
customers are on a mission to buy more capsules.
The customers touch the
products and try on the clothes, however, the
minute they do, a salesperson
appears.
Every customer that came in
bought capsules. I did not see anyone buy a
Nespresso machine.
The customers looked like they came to
browse- not many are buying- the prices are extremely high! They
stay about ten minutes.
ADDITIONAL COMMENTS
Frustrated that there is only one
store in Vancouver where you can buy
the Nespresso capusles.
Nespresso has too much packaging-
does it all go to landfill?
The staff did not encourage people
to recycle.
There is no such thing as a sale at
Nespresso!
The store is in conveniently located at the
bottom level of the Bay- and there is
construction! Nightmare to get to!
The staff give customers a bag for
recycling- it is 20 times larger than
what is needed- what a waste.
THANK YOU
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